The Consumer Lab® is a platform that combines market research and constructive interaction with consumers in the direct or close environment of the retail product in question. In discussing a range of issues with both existing and potential customers directly on site in stores, the overall aim is to enhance the true knowledge about consumer opinions, experiences and behaviour, as well as the needs and trends within different product segments. Continue reading

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During the past decade the global market for rugs has been growing steadily and even though rug sales at IKEA have grown as well, it has not matched the general growth figures of the segment, leading to IKEA losing market shares. Therefore IKEA a few years ago set out to turn their rug business into a destination business for IKEA where updated offer, quality and price levels would be more market relevant, ultimately leading to increased sales. The aim was to focus on living room rugs first hand. Continue reading

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